Marketing: Taking a leading role in our community

Saturday

Nov 10, 2012 at 11:20 PMNov 11, 2012 at 1:26 AM

By Averil A. Capers DIRECTOR OF MARKETING AND RESEARCH

No matter how readers of the Telegram & Gazette receive their news — whether it is in print, online, or on their mobile device — the T&G’s goal has always been to be the indispensable source of news and information for Central Massachusetts while maintaining our role as a leading corporate citizen in the market. We are involved with, and committed to, the people, businesses and organizations that make our community better.

As director of marketing and research, my responsibilities include managing the T&G’s community sponsorship program, T&G Santa fundraising effort and the Visions recognition program. For those of you unfamiliar with these initiatives, let me share with you a few details of how they are handled through the marketing department, which includes Katy Donahue, director of consumer marketing, and Mary Dwinell, marketing associate.

Each week, the Telegram & Gazette promotes local events and community projects that make a difference in the lives of Central Massachusetts residents.

We get many requests for support, but the T&G gives priority to efforts that increase public awareness of important issues, fight illiteracy, provide educational opportunities for youth, empower individuals toward self-sufficiency, promote cultural vitality and diversity — efforts that can be helped through our role as the area’s leading source of information. I am proud to report that last year the T&G supported more than 90 local agencies and organizations with sponsorships and funding totaling more than $800,000.

Here are just a few of the organizations that we have supported: United Way of Central Massachusetts, YOU Inc., Central Mass Housing Alliance — Walk for the Homeless, Centro Las Americas, Children’s Friend Inc., Worcester Education Collaborative, Preservation Worcester, India Society of Worcester, Major Taylor Association Inc., March of Dimes, Music Worcester, Southeast Asian Coalition of Central Mass. and Veterans Inc.

In its 74th year, the T&G Santa Fund collects thousands of donations from generous readers and area residents to help buy toys for children in need in Central Massachusetts. Last year our readers donated more than $181,000, which provided toys to more than 9,000 children in the area.

The nonprofit T&G Santa Fund remains open all year. Local agencies accepting applications for assistance include the Salvation Army, Catholic Charities Family and Children’s Services of Worcester County, Gardner Community Action Committee, WHEAT Community Services and Winchendon Community Action Committee.

Many thanks each year go to contributors, large and small, to the T&G Santa Fund. Thanks also go to the Salvation Army, Commerce Bank and all the others whose efforts truly make a difference and make it possible for this community to turn these donations into toys and books for more than 3,759 families.

Visions, the Telegram & Gazette’s community recognition program, was launched as Visions 2000 in January 1991 to promote progressive change, encourage community involvement and recognize exceptional contributions by individuals and organizations.

Progress in making this community a better place to live and work relies on many dedicated and talented people throughout the area and the Visions Community Awards provides the opportunity to salute their achievements.

Each year, we invite area residents to nominate someone they feel is deserving of a Visions award. In fact, we are currently seeking nominations through Nov. 26 in the categories of Cultural Enrichment, Young Leader, Public Service and the Isaiah Thomas Award. For complete category descriptions and entry forms, look for ads in the Telegram & Gazette or go to telegram.com/Visions.

The T&G has changed in many ways over the years, but our dedication to our readers and our communities has not changed.